Denmark Launches Awareness Campaign Focusing on Young Adults (18-24) Regarding Gambling Risks
Crafting a Campaign: Denmark's Gambling Awareness Crusade
Denmark's gambling watchdog, the Danish Gambling Authority, has launched a fresh campaign to safeguard young adults from the pitfalls of excessive gambling. The primary focus of this initiative is those aged between 18 and 24, with a 30-second promotional video serving as the cornerstone of the effort.
Smart Gambling for the Young and Restless
The overarching message of this campaign is “play smart”, a tone that embraces humor while driving home a vital message. The campaign video features a gruff-looking individual approaching a group of young gamblers, enquiring, "Are you playing smart?" The friendly inquiry is meant to remind, rather than reprimand, making the message relatable and engaging.
Anders Dorp, the Director of the Danish Gambling Authority, shared his thoughts on the new campaign:
"The good news is that the majority of Danes gamble through providers licensed by the Danish Gambling Authority."
Indeed, Denmark stands out in Europe with an impressive channelization rate of about 91.5%, similar to the Netherlands. However, Dorp acknowledges the existence of a segment that utilizes offshore gambling sites, stating:
"While we're pleased, it's concerning that close to 10 percent of Danes gamble without the same consumer protection offered by licensed sites. That's why we want to ensure that our youth is aware of the importance of seeking the Danish Gambling Authority's license mark when they gamble online."
Tapping into the Trends
Much like previous campaigns, the primary focus remains on young men within the specified age range. The 30-second clip is circulated across social media, streaming platforms, educational institutions, and fitness centers, capitalizing on a mix of both digital and physical mediums to convey the message.
In a clever and locally relevant touch, posters bearing funny city-specific quips, such as "People in Aarhus play so smart", grace major transit hubs around Denmark, further enhancing the overall appeal of the campaign.
Image credit: Unsplash.com
Enrichment Insights:1. The campaign employs a humorous yet informative approach, making the message memorable and avoid a preachy tone.2. The campaign targets youth-oriented media platforms to reach its target demographic.3. The focus is on advocating for the use of licensed providers, positioning them as a safety measure.4. The campaign is aligned with Denmark's broader harm-reduction framework, including resources like the national helpline (StopSpillet) and the self-exclusion registry (ROFUS). Previous campaigns have also explicitly promoted self-exclusion tools.
- The Danish Gambling Authority's campaign, aiming at safeguarding young adults, carries the slogan "play smart," using humor to drive home a vital message.
- The central figure in the campaign video asks, "Are you playing smart?" to a group of young gamblers, offering a friendly reminder instead of reprimand.
- Anders Dorp, the director of the Danish Gambling Authority, stated that while most Danes gamble through licensed providers, it's concerning that close to 10% use offshore sites lacking consumer protection.
- The campaign's initial focus is on young men aged between 18 and 24, with the 30-second promotional video circulating on social media, streaming platforms, educational institutions, and fitness centers.
- Posters with city-specific quips, such as "People in Aarhus play so smart," have been placed at major transit hubs in Denmark to make the campaign more appealing.
- The campaign is part of a broader harm-reduction framework in Denmark and includes resources like the national helpline (StopSpillet) and self-exclusion registry (ROFUS).
- The campaign taps into local trends, including sports betting, with various casino personalities and casino-related content integrating into the campaign.
- Awareness about lotteries and responsible gambling, as well as the importance of self-development and personal growth, are also key themes in the campaign, with a focus on sports, such as football, as part of the gambling trend landscape.
